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Mukesh Patel School of Technology Management and Engineering
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Educational Qualification (highest): Ph.D

Designation: Assistant Professor Marketing

Basic Information
  • Date of Birth: 3rd March 1977
  • Mobile: +91 988 989 3810
  • Email: saxenanitu@gmail.com
EDUCATIONAL QUALIFICATIONS
  • Awarded Doctor of Philosophy (Ph.D.) for the Thesis titled ‘Emerging Patterns of Consumer Behaviour and their influence on the Organised Retailing: A Case Study of Shopping Malls and Specialty Stores in Jaipur’ by Banasthali Vidyapith in January 2012
  • Qualified UGC-NET in Management (Marketing) with 76 percent
  • Completed Masters of Business Administration from MJP Rohilkhand University in the year 2000 with 71 percent marks
  • Obtained Bachelor of Science Degree from MJP Rohilkhand University in the year 1998
  • Completed XII th in the year 1995 with Physics, Chemistry and Mathematics from CBSE Board
  • Completed X th in the year 1993 from ICSE Board with 81 Percent Marks
WORK EXPERIENCE
  • Currently working with NMIMS, Mumbai as Assistant Professor, Academic Level 12 in Marketing since 8th August 2023
  • Worked as Associate Professor with Amity Global Business School, Pune since 14th October 2019 to 9th June 2023
  • Worked as Associate Professor with DYPIMR, Pimpri from July 2018- 12th October 2019
  • Worked as Associate Professor with the Lal Bahadur Shastri Institute of Management & Development Studies (LBSIMDS), Lucknow from August 2013 to February
  • Worked as Assistant Professor with the Banasthali Vidyapith, Banasthali (Jaipur Campus) from July 2007 to May
  • Worked as Assistant Professor with the Lal Bahadur Shastri Institute of Management and Technology, Bareilly from January 2001 to November
  • Worked as Lecturer with Institute of Foreign Trade and Management, Moradabad from July 2000 to December 2000.
PHD AWARDED UNDER SUPERVISION
  • Thesis of one candidate Ms Shipa Naveen awarded for PhD in the area of Marketing and Retail in Management.
CERTIFICATIONS COMPLETED
  1. Completed the Accenture certification on Digital Skills: Retail with 93% test score
  2. Completed the Bond University certification on ‘Data Analytics for Decision Making: An Introduction to Using Excel’ conducted by Dr Adrian Depp
  3. Completed the Deakin University certification on ‘Professional Resilience: Building Skills To Thrive At Work’ conducted by Professor Marcus O’Donnell in July 2020
  4. Completed Short Term Training Program on ‘Professor’s Pedagogical Practices’ organized by D Y Patil B-School Pune I collaboration with Politeknik Negeri Tanah Laut Indonesia and Association of Indian Management Schools India from June 8th – June 13th 2020
  5. Completed Short Term Training Program on ‘Business Analytics’ organized by Indira School of Business Studies in association with AICTE conducted during 14th Dec to 19th Dec, 2020
GUEST SESSIONS CONDUCTED
  1. Conducted a Session in Atal FDP on the Topic ‘Business Analytics Use Cases’ on July 5th 2021 organised by Jaipuria Institute of Management in collaboration with AICTE
  2. Conducted a session on ‘Consumer Behaviour Trends during Covid’ at MIT WPU School of Business Pune on April 2021
  3. Conducted FDP on Research Methodology in July 2021for Amity Global Business Schools
FDPs/CONFERENCES/ SEMINARS/ WORKSHOPS ATTENDED
  1. Participated in FDP “Research and Industry 4.0 Developments” organised by Amity Global Business School, Hyderabad from 19th July 2021 to 24th July 2021
  2. Attended Online International FDP on “Advanced English for Academic Delivery in Specific Stream” organised by Amity Institute of English Studies & Research, Amity University Patna in collaboration with Department of Humanities & Social Sciences, IIT Patna and English Language Teachers’ Association of India from 08th June 2020 to 12th June 2020.
  3. Attended the Faculty Development Program: Happy Teachers and Positive Pedagogy, organized by Amity Centre for Positivity and Happiness, Amity University Uttar Pradesh – Lucknow Campus from 02nd to 09th November, 2020.
  4. Participated in National Seminar on ‘Contemporary Management Practices: A Holistic Vision through Sustainable Development’ at Jagan Nath University, Jaipur on Jan 19th 2013
  5. Participated in two days ‘National Workshop on Research and Data Analysis’ held on 11th – 12th Feb 2011 at Department of Commerce, Kamala Nehru College (University of Delhi).
  6. Attended the ‘International Conference on Women’s Education’ on November 11-13, 2008 at Banasthali University and also presented a paper entitled ‘ Women at Work: a tight Rope Walk’
  7. Participated in the workshop on ‘Recent trends in Retail Management’ organized by MDA in collaboration with AICTE and ISIM on 23rd March 2009, at Jaipur.
  8. Participated in the National Seminar on ‘Management Research’ organized by MDA in collaboration with AICTE from 23 – 25 February 2009 at Jaipur.
  9. Participated in the seminar on ‘Management Education in India: Current Trends and Future Perspectives’ organized by MDA and AICTE on 29th March 2008, at Hotel Clarks Amer, Jaipur.
PUBLICATIONS

1. Books -Published a Book titled ‘Consumer Behaviour and Organised Retailing’; Regal Publications, New Delhi, 2012 (ISBN 978-81-8484-191-6)

2. Papers/Articles Published –

    1. A Study on Measuring Human Emotions and their usage in framing Marketing Strategies in the era of Artificial Intelligence, Marketing Mastermind Vol XX Issue 3 May 2023 ISSN 0972-5156
    2. Market Analysis of EV Charging Market in India, Marketing Mastermind, Vol XIX Issue 2 March 2022 Pg No 37-54 ISSN 0972-5156
    3. Traditional Marketing Vs Modern Marketing, Marketing Mastermind, Vol XIX Issue 3 April 2022 Pg No 12–24 ISSN 0972-5156
    4. The Role of Psychology in Human resource Management: A study of the changing Needs in Managing Workforce in Organisations, The IUP Journal of Soft Skills, Pg No 7-22 Vol 16, No 1 2022 April, ISSN 0973-8479
    5. Revolutionizing the Indian Rental car Market-Case Analysis of Ola Cabs, The IUP Journal of Brand Management, Vol XIV, Issue 3, ISSN 0972-6845
    6. Application of Business Analytics in Corporate Enterprises: An Exploratory Study, The IUP Journal of Business Strategy, 6 18, No. 3, 2021, Pg No 31-44, ISSN: 0972-9259
    7. Tesla’s Competitive Strategies and Emerging Markets Challenges’ during Covid 19 Pandemic, The IUP Journal of Brand Management, Vol 2 18, No 3 Oct 2021 ISSN 0972-9097
    8. ‘Electric Vehicles in India: Challenges and Opportunities’ Marketing Mastermind, Vol XVIII Issue No 5 Pg No 39-47 ISSN 0972-5156
    9. ‘Striking Work-Life Balance Through WFH: A Study of Preferences, Experiences and Advantages , HRM Review, Pg No 47-56, ISSN 0972-5156
    10. “Best Teaching Strategies of Operations Research to Undergraduate During Covid 19 Pandemic”, The IUP Journal of Management Research, PP 62-73, Vol 21 No 2 April 2022 ISSN 0972-5342
    11. Consumer Behaviour Trends During Covid, Marketing Mastermind , Jun 2021 Vol XXX Pg 1-9, ISSN 0972-5156
    12. Managing Businesses- The Sustainable Way, IUP Journal of Business Strategy Jan 2021 Listed in EBSCO, Vol 2 XVII No 4 ISSN: 0972-9259
    13. E Commerce Sector in India: Impact and Challenges amidst Lockdown The IUP Journal of Business Strategy Vol XVIII No 1, March 2021, ISSN: 0972-9259
    14. Kama Ayurveda : Reviving the Ancient Ayurveda, IUP Journal of Brand Management, International, Jan 2021, Vol 2 XVIII No 1 2021 March, ISSN 0972-9097
    15. Cooling India The Naturals Way, IUP Journal of Brand Management, Jan 2021,Vol 2 18 No 2 Pg No 30-36, ISSN 0972-9097 EBSCO listed
    16. Startups in India: Ecosystems, Best Practices and Global Benchmarks, The IUP Journal of Entrepreneurship and Development, VolXVIII, No 1, Jan 2021 ISSN 0972-6918
    17. Mobilization and Management of Capital by Primary (Urban) Cooperative Banks in India, Prajanan 2021-22 Vol XLX No 1 Pg No 9-30, ISSN 0970-8448
    18. A Review of Literature on Digital Marketing and Big Data: Fit or Misfit, National Research Journal of Sales and Marketing Management, Vol 8 Issue 1 Pg No 13-18 ISSN 2349-2015
    19. Revolutionizing the Indian Rental car Market-Case Analysis of Ola Cabs, The IUP Journal of Brand Management
    20. A Descriptive Study on Employer Branding and Brand Equity in Diverse Business Context, AEGAEUM Journal, August 2020, Vol 8- Issue 8, Pg no 1410-1420 UGC Care Impact Factor 6.1
    21. A Study on Market Penetration Strategies of Dinshaw’s Ice Cream: Case Study Approach, Journal of Shanghai Jiaotong University, Vol 17, Issue 1, January 2021
    22. A Conceptual Framework on AI and Machine Learning and its implications on various fields, High Technology Letters, International Jounal, September 2020, Vol 26, Issue 9, Pg No383-391, UGC Care
    23. Media Influences and Analyzing Disruptive Changes: A Descriptive Study, Science, Technology and Development Journal, International Journal, Sept 2020, Volume IX Issue IX, Pg No 602-610, UGC Care Group II Multidisciplinary, Impact Factor 6.1
    24. An Empirical Analysis of key Governance Indicators of Scheduled Cooperative Banks in India, The IUP Journal of Bank Management, International, August 2020, Vol XIX, No 3, Pg No 25- 51
    25. A Case Study on Intel Corp Completing a Business Transaction with Moovit : An Additional Strategic Dimension for Intel, Journal of Engineering Computing and Architecture, September 2020, Volume 10 issue 9, Pg No 67-75 Impact Factor 6.1
    26. A Study on Diverse Applications of Internet Marketing and Its Implications on Modern Businesses, GIS Science Journal, ISSN NO : 1869-9391 Vol 7 Issue 12 December 2020
    27. Do Banks with High Capital Adequacy Perform Better? Evidence from Scheduled Urban Cooperative Banks in India, IUP Journal of Bank Management, International, Jan-21, Listed in EBSC
    28. A Case Study on Verizon Communication Inc. Extended the Product Portfolio by acquiring Blue Jeans Network: Is there any factual gain, Bulletin Monumental Journal- Web of science journal, International, September 2020, Volume 21 Issue 10, Pg No 45-55, UGC Care Approved Group II Journal, Impact Factor-3.1
    29. A Study on Market Penetration Strategies of Dinshaw’s Ice Cream: Case Study Approach, Journal of Shanghai Jiaotong University. International Jan 2021, Volume 17 Issue 1, Pg No 138- 148, UGC Care Group II Journal
    30. Changing Business Scenario: Success Stories in Social Networking Campaigns, Journal of Business Studies Research, DYPIMR Vol 3 Issue 1, Jan 19
    31. Consolidation in Social Media Space: Turning Red Oceans Blue, Journal of Business Studies Research, DYPIMR Jan 19 Vol 3 issue 1
    32. On the road to Self-Reliance –India Exploring opportunities amidst multifarious Challenges, International Conference Patna University. Paper under publication process.
    33. ‘Challenges for Central Banking in Emerging Market Economies’, Professional Banker, ICFAI Press, April 2008, p.p. 61-66
    34. ‘Meltdown at the Wall Street: A Crisis of Confidence’, Professional Banker, ICFAI Press, December 2008, p.p. 23-28
    35. ‘Women At Work: A Tight Rope Walk’, Jubilee Conference on Women Universities, Banasthali Vidyapith, Banasthali, November 11-13, 2008
    36. ‘Funding through Covered Bonds’, Professional Banker, ICFAI Press, October 2009, p.p. 16- 20
    37. ‘Changing Consumer Behaviour: Its Influence on Organised Retailing’, Marketing Mastermind, ICFAI Press, November 2009, p.p. 33-35, ISSN 0972-5156
    38. ‘Service Orientation in Retailing’, Marketing Mastermind, ICFAI Press, April 2010, p.p. 35- 39
    39. ‘Marketing for Cause’, Marketing Mastermind, ICFAI Press, March 2011, p.p. 39-42, ISSN 0972-515
    40. ‘Employee Engagement: Healthy Organization – Healthy Employees’, HRM Review, IUP India, August 2011, p.p. 20-24
    41. Memorabilia of The Indian Cricket League, A Forgotten Brand; International Conference on Business and Management – ARC 2012; Page No : 451-463; Cambridge Institute of Technology, Bangalore, December 28–29 , 2012
    42. “A Study on Internal and External factors influencing Consumer Buying behavior with respect to retailing in India”, South Asian Academic Research Journal, ISSN(Online): 2249- 877X, pp 13-33
    43. “A Case Study on a Unique Service Experience Provided By The Palace on Wheels – Where Luxury Meets Heritage” Zenith International Journal of Management Research, Pg 15-35 ZIJMR, VOL.3 ISSUE 4; April 2013; ISSN 2231-5780
    44. “Awareness towards Green Marketing and Its Influence on Buying Behavior of Consumers”, Marketing Mastermind, Pg 48-58,Vol XIX No 3 June 2022, ISSN 0972-5156
COURSES TAUGHT
  1. Strategic Management
  2. Marketing Management
  3. Sales and Distribution Management
  4. Global Marketing Management
  5. Business Environment
  6. Human Resource Management
  7. Foundations of Management
  8. Marketing in Rural, Services and Non Profit Organizations
  9. Retail Marketing and CRM
  10. Managerial Economics
ADDITIONAL ROLES
  1. Member, Board of Studies and the Faculty of Management Studies, Banasthali
  2. Paper Setter and Examiner at Amity University, Noida
  3. D. Supervisor at the Banasthali University
  4. Examination Superintendent and MBA Course Head
  5. IQAC cell Member at Amity University and at D Y Patil Pimpri
  6. Editor, ‘Contemporary Management’, Journal of LBSIMDS, Lucknow
RESPONSIBILITIES UNDERTAKEN
  1. Chair, Final Year, Course Head MBA
  2. Coordinator, ICICI E-learning Programme
  3. Coordinator, Summer Training Project and Dissertations
  4. Research Committee Member
  5. Guided various other short term projects for MBA and BBA
  6. Coordinator, Faculty Replacement and Scheduling Committee
  7. Member, Scholarship Committee
  8. Conducted various events such as Seminars, Conferences, and Management Fest etc